As UK agriculture’s first event of the new year, LAMMA 2024 is gearing up to be one for the books, with an impressive roster of new machines making their UK debut on 17-18 January at NEC Birmingham.

“The line-up of organisations and brands coming to LAMMA this year reads like a ‘who’s who’ of the agricultural world, from both here in Britain and abroad,” says Sarah Whittaker-Smith, LAMMA event director. “Visitors can also take advantage of several new and returning features to hear the latest updates, learn from industry experts, network with others, and have a bit of fun in the process.”

Visitors will undoubtedly be keen to get a glance at those which were unveiled at Agritechnica in 2023 including the Valtra S tractor series, Massey Ferguson 9s tractor range, as well as the Fastrac 4220 iCON and 542-70 Series III Loadall.

Czech implement manufacturer Bednar will also have their DIRECTO NO direct drill on stand, which boasts the potential for up to three hoppers to give farmers many options for applications and planting.

Other machinery giants will also be sure to impress with some of the biggest kit at the show. As the winner of an Agritechnica 2023 Gold Medal, New Holland’s brand new CR11 combine harvester offers higher throughputs, reduced grain loss, and more automations.

The Case IH Quadtrac 715 is the brand’s most powerful tractor ever produced, delivering a huge 778 peak horsepower at 1,900 rpm.

Case IH Marketing Manager Neil Macer said: “Here at Case IH, we’re delighted that the new Quadtrac 715 – the most powerful tractor ever produced by the brand – will be making its UK debut at LAMMA ’24. LAMMA is a key event in the agricultural calendar for machinery lovers, and we are sure the Quadtrac will be a must-see piece of kit at the show!”

Demonstrations of the latest products

Big brands like JCB, Malone, Case IH, and Valtra are due to demonstrate their latest equipment in front of visitors in the Demo Zone, which returns after a successful launch last year. The LAMMA 2024 Demo Zone will include the following:

Valtra Q Series

The Q Series offers the “perfect combination of power, practicality, precision, and performance for enhanced efficiency and profitability”. Everything about it is intelligently designed to maximise visibility and all-day comfort.

Case IH Optum 340 AFS Connect

With an upgraded CVXDrive transmission, the Case IH Optum 340 AFS Connect provides enhanced performance, durability, and reliability. Its new, more spacious suspended cab is one of the quietest on the market, and AFS AccuTurn Pro combines automatic steering and headland turning functions for complete automation.

Merlo TF38.10TT

Merlo TF38.10 TT telehandler

Offering a lift height of 9.5m, maximum capacity of 3.8t and ground clearance of 460mm, the Merlo TF38.10 TT includes features like cab suspension, chassis levelling and boom side shift. The telehandler also claims a reduction in fuel consumption by 18%.

New Holland T6.180 Methane Tractor

Winner of the 2022 Sustainable Tractor of the Year, the New Holland T6.180 is the world’s first methane powered tractor. With reduced particulate matter, nitrous oxides and other harmful gases, it can save 80% of emissions while delivering the same power, torque, and durability as a diesel equivalent.


Informative seminars return to the LAMMA Live theatre, previously called LAMMA Torques. Agreena’s Thomas Gent will unravel the enigma of carbon farming, with further insight from organisations such as LKAB Minerals and FarmPlan.

Frontier Agriculture will demonstrate their new closed transfer system, which is specially designed to make handling of crop protection and nutrition products safer and more sustainable.

Nick Badger, commercial manager at Frontier Agriculture, said: “We’re excited to bring Frontier’s closed transfer system to the LAMMA Live Theatre at this year’s show.

“We understand that farmers and wider supply chains are looking at how and where crop production practices can be done more sustainably, but on-farm safety is always a priority too. We know the closed transfer system can deliver against these objectives and we’re really looking forward to demonstrating that at LAMMA.”

Get ahead with the Career Zone

Jobs in Agriculture – proud member of the LAMMA family and powered by Farmers Guardian – is launching its very first Careers Zone at LAMMA in 2024. Companies and organisations like AGCO, Carr’s Billington, City & Guilds, MHale, TIAH, and G’s Fresh will be on hand to help visitors explore and discover career paths and roles within the industry, whether they are students, graduates, recruiters, or simply looking for a change.

Stephen Jacob, CEO of TIAH, said: “We’re thrilled to be at the new Careers Zone for LAMMA 2024. We’ll be showcasing our online service for skills and career development in the agricultural and horticultural sector.

“Whether you’re a student seeking guidance on career paths or a professional looking to advance your skillset, our tailored tools and resources will support your growth and success. Come find us at the Careers Zone and explore how TIAH membership can help you reach your full potential.”

LAMMA 2024 will be open from 8.30am-5.30pm on Wednesday and 8:30-4:30 on Thursday, and registration for free tickets is now available on the LAMMA website. Those wanting to be the first to know updates about the show can sign up for the event newsletter here.